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Marketing Insights from A to Z - 80 Concepts Every Manager Needs to Know - cover

Marketing Insights from A to Z - 80 Concepts Every Manager Needs to Know

Philip Kotler

Publisher: Wiley

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Summary

The most renowned figure in the world of marketing offers the new  rules to the game for marketing professionals and business leaders  alike  In Marketing Insights from A to Z, Philip Kotler, one of the  undisputed fathers of modern marketing, redefines marketing's  fundamental concepts from A to Z, highlighting how business has  changed and how marketing must change with it. He predicts that  over the next decade marketing techniques will require a complete  overhaul. Furthermore, the future of marketing is in company-wide  marketing initiatives, not in a reliance on a single marketing  department. This concise, stimulating book relays fundamental ideas  fast for busy executives and marketing professionals. Marketing  Insights from A to Z presents the enlightened and well-informed  musings of a true master of the art of marketing based on his  distinguished forty-year career in the business. Other topics  include branding, experiential advertising, customer relationship  management, leadership, marketing ethics, positioning, recession  marketing, technology, overall strategy, and much more.  Philip Kotler (Chicago, IL) is the father of modern marketing and  the S. C. Johnson and Son Distinguished Professor of International  Marketing at Northwestern University's Kellogg Graduate School of  Management, one of the definitive marketing programs in the world.  Kotler is the author of twenty books and a consultant to nonprofit  organizations and leading corporations such as IBM, General  Electric, Bank of America, and AT&T.
Available since: 01/06/2011.
Print length: 224 pages.

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